Destination Management
Đà Nẵng, Huế and Quảng Nam
Danang Mary McKeon/ 18 June 2014
Technical Working Meeting
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What is DESTINATION MANAGEMENT
The co-ordinated management of
all the elements that make
up the destination
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What are DMOs DMO’s is a recent concept in developing tourism destination coordination mechanisms aimed at environmental, social and financial sustainability as well as global competitiveness of the destination.
Protecting the natural, cultural and social assets to better provide economic welfare for the local population through tourism development and stakeholder participation.
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The role of the DMO
Leadership – strategic direction and high
level expertisePlanning DMO
• Organising managing/coordinating delivery of plans
• Arranging appropriate organisation structures and processes
• Facilitating partnerships• Securing finances• Creating opportunities for
entrepreneurs
• Creating Policies and strategies for competitive advantage
• Developing and marketing plans, business plans
• Overseeing Performance management
• Measuring and rewarding performance
• Monitoring governance• Identifying gaps and
respond
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Benefits to Destination • Creates vision and guidelines for destination sustainable tourism
development• Creates framework for benchmarking, communications & good
practices learning exchangeGeneral
• Resource and financial savings (e.g. energy, waste, water, etc.)• Protects destination as a tourist attraction• Develops opportunities for funding • Enhances branding, marketing and communications
Economic
• Improves quality life for locals; Improves relations between residents and tourists
• Supports well-being of residents by informing policy / management decisions (E.g. resource reallocation for bringing tourists from resort to rural areas)
Social
• Preserves ecological integrity of destinations;• Emphasises value and conservation of natural and cultural
resourcesEnvironmental
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Illustrates a number of unusual characteristics compared with other industries
Tourism is a complex industry to plan and manage
Tourism Value Chain
INDIRECT
DIRECT
Travel Organisationand booking
Transportation AccommodationFood &
BeverageHandicrafts
Tourism Assets in Destinations
Leisure, Excursions and Tours
Support Services
Source UNWTO
Destination Coordination
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Stakeholders
Tourism destinations are made up of different
groups, and stakeholders. The major components are:
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Host communityLocal people where tourism development takes place
Aims to achieve a good return on its investments
An important management role
Looking for a pleasant holiday and good level or services as the destination
Tourism industry
Public sector
Tourists
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Airport and port authorities
Local tourism authorities and development authorities
Protected areas management and buildings owners
Learning institutionsLanguage schools
Conservation societies/natural resource managers/natural environment authorities/heritage authoritiesPrivate operators –
accommodation, tour operators, restaurateurs, etc. Tourism associations
Community leaders
Tourism-related shop owners
Handicraft producers
Activity providers (e.g. surfing, hiking)
NGO’s active in tourism
Festivals organizers
Museums and other visitor attractions
Big businesses/ private sector related but not in tourism
Transport providers
Police
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GOOD PRACTICES IN DESTINATION MANAGEMENT
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Indonesia Government Donors
Swiss aid, Ausaid & UNWTO
15 DMOs
3 DMOs take shape
Indonesia plans 15 Destination Management Organizations
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• 15 clusters of attractions managed through 15 DMOs in 2014
• To- date three 15 DMOs are taking shape with support from International Donors –Swiss aid, Ausaid & UNWTO.
• Government contribution of US $110,000 each destination
• Empowerment of the local population to organise themselves and take ownership once outside assistance is ceased.
• Creation of tourism awareness among the local population difficult, effort alone has taken at least two years.
Development progress and challenges
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Visit England Develops Policy to encourage development of DMOs
• Withdrawal of funding for local authority run TICs in 2011
• DMOs are generally sub national structures & partnerships
• The development of DMO requires substantial team effort, leadership, and flexibility. Success is dependent upon all stakeholders cooperating
• Collective involvement of all stakeholders is critical factor
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Key lessons Visit England DMO process
Recruit the right/most appropriate chair
All board members must have a role and be aware of it
Involve all stakeholders early in the process
Do not allow the partnership to be driven by one party
Building the bridges between public and private
LeadershipGive it time
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Key
conclusions• Destination management is
complex• Many stakeholders, both public
and private sector• The DMO has a crucial leadership
role, if not a major delivery role.• Destination management and
marketing requires a holistic approach, implemented through partnerships
• The public and private sectors each have significant strengths and significant weaknesses
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Conclusions
• A destination will succeed only when it harnesses the talents of both sectors and many Government agencies
• Governance options are many and varied • Different circumstances will require different solutions• Developing a clear strategy will provide a framework for planning and help
the three Provinces to compete effectively
The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a European Union funded sector programme within the main activities in 1) Policy support and institutional strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational
education and training.
www.esrt.vn
Progress Update
03/06/2014 18
Memorandum of Understanding
signed
• 1ST Technical Meeting July 31st 2013
• Baseline survey to assess Destination Management needs of 3 Provinces
• 2nd Technical Meeting 16th November 2013
• MOU signed by three Provinces 27th February, 2014.
ESRT Team strengthened with International and
local expertise
• ESRT has brought in regional coordinator and TL to work on the specific project activities as they relate to the destination (Dr. Hai & Ms.Tho)
• ESRT has brought in International Destination Managing Expert to work on developing a roadmap for cooperation on prioritised joint actions(Mr. Robert Travers)
Technical Work Shop
• This WS today is now addressing findings from the mission of Destination Expert under following headings:
• Destination management & funding
• Product Development & marketing
• HRD & Training
Next Steps
Feedback from Group discussion today developed into roadmap and action plan based on agreed destination priorities
Draft roadmap & action plans to be presented, discussed & endorsed by 3 Provinces
PPP Tourism Action Council to be established in 3 provinces based on strengthening existing coordinating modelsAction plan roll out
18/06/2014 19